An Empirical Appraisal of Electronic Service Quality, Customer Satisfaction and Behavioral Intentions within Online Shopping in South Africa
Article Sidebar
Published
30 November 2023
Keywords:
-
behavior, customers, online, purchases, service
Abstract
Over the years, service quality has been a topic that has continued to garner a lot of interest. This study sought to appraise electronic service quality, customer satisfaction, and behavioral intentions in online shopping in South Africa. A unique conceptual model was developed to investigate the factors that led to customer loyalty, positive word-of-mouth, and ultimately repurchase intention toward goods online. This study aims to determine the influence of e-service quality on customer satisfaction and behavioral intentions in online shopping in South Africa. Non-probability sampling was used to select the participants. A structured questionnaire, based on the conceptual model, was developed and distributed online. A total of 307 usable response questionnaires were collected, and descriptive and regression analyses were conducted using SPSS 27. The major findings indicate that customer satisfaction and positive word of mouth are closely associated. The implication is that marketing practitioners should pay more attention to customer behavior after receiving services.
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AlOmari, F. (2021). Measuring gaps in healthcare quality using SERVQUAL model: challenges and opportunities in developing countries. Measuring Business Excellence, 25(4), 407-420.
Anon. (2021). Global retail e-commerce sales 2014-2023. Retrieved from https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-sales/
Ashfaq, M., Yun, J., Waheed, A., Khan, M. S., & Farrukh, M. (2019). Customers’ expectation, satisfaction, and repurchase intention of used products online: Empirical evidence from China. Sage Open, 9(2), 1-14. https://doi.org/10.1177/2158244019846212
Behera, R. K., Bala, P. K., Rana, N. P., & Kizgin, H. (2022). A techno-business platform to improve customer experience following the brand crisis recovery: A B2B perspective. Information systems frontiers, 1-25. https://doi.org/10.1007/s10796-021-10231-8
Behdioglu, S., Acar, E. & Burhan, H. (2019). Evaluating service quality by fuzzy SERVQUAL: a case study in a physiotherapy and rehabilitation hospital. Total Quality Management & Business Excellence, 30(3-4), 301-319. https://doi.org/10.1080/14783363.2017.1302796
Bélanger, F., & Crossler, R. E. (2011). Privacy in the Digital Age: A Review of Information Privacy Research in Information Systems. MIS quarterly, 35(4), 1017-1041. https://doi.org/10.2307/41409971
Blut, M. (2016). E-service quality: development of a hierarchical model. Journal of Retailing, 92(4), 500-517
https://doi.org/10.1016/j.jretai.2016.09.002
Blut, M., Chowdhry, N., Mittal, V., & Brock, C. (2015). E-service quality: A meta-analytic review. Journal of Retailing, 91(4), 679-700. https://doi.org/10.1016/j.jretai.2015.05.004
Boonlertvanich, K. (2019). Service Quality, satisfaction, trust, and loyalty: The moderating role of the main bank and wealth status. International Journal of Bank Marketing, 37(1), 278-302. https://doi.org/10.1108/IJBM-02-2018-0021
Carlson, J., Rahman, R. & De Vries, N. (2018). Customer engagement behaviours in social media to capture innovation opportunities. Journal Service Marketing, 32(1), 83-94. https://doi.org/10.1108/JSM-02-2017-0059
Chan, W. Y., To, C. K., & Chu, W. C. (2015). Materialistic consumers who seek unique products: how does their need for status and their affective response facilitate the repurchase intention of luxury goods?. Journal of Retailing and Consumer Services, 27, 1-10. https://doi.org/10.1016/j.jretconser.2015.07.001
Chang, K. H. (2022). Why joint Learning is not enough: the role of motivation and opportunity for customer responsiveness in international supply chain partnerships. International Marketing Review, 39(6), 1331-1352. https://doi.org/10.1108/IMR-08-2021-0250
Chuchu, T., & Chuchu, V. (2016). The impact of inclusive education on learners with disabilities in high schools of Harare, Zimbabwe. Journal of Social and Development Sciences, 7(2), 88-96. https://doi.org/10.22610/jsds.v7i2.1310
Costa, S. M. D., Moro, S., Rita, P., & Alturas, B. (2023). Customer experience through online reviews from TripAdvisor: the case of Orlando theme parks. International Journal of Technology Marketing, 17(1), 48-77. https://doi.org/10.1504/IJTMKT.2023.127352
Dam, S. M., & Dam, T. C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585-593. https://doi.org/10.13106/jafeb.2021.vol8.no3.0585
El-kerdany, T. A., Eissa, D. G., Hassan, M., & Fahmy, W. A. (2017). Relationship between obesity and iron deficiency. The Egyptian Journal of Hospital Medicine, 69(4), 2204-2208. https://doi.org/10.12816/0041517
Famiyeh, S., Kwarteng, A. & Asante-Darko, D. (2018). Service quality, customer satisfaction and loyalty in automobile maintenance services: Evidence from a developing country. Journal of Quality in maintenance Engineering, 24(3), 262-279. https://doi.org/10.1108/JQME-10-2016-0056
Fared, M. A., Darmawan, D., & Khairi, M. (2021). Contribution of e-service quality to repurchase intention with mediation of customer satisfaction: study of online shopping through marketplace. Journal of Marketing and Business Research, 1(2), 93-106. https://doi.org/10.56348/mark.v1i2.37
Fernandes, T., & Pedroso, R. (2017). The effect of self-checkout quality on customer Satisfaction and repatronage in the retail context. Service Business, 11(1), 69-92. https://doi.org/10.1007/s11628-016-0302-9
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Authors
Eugine Tafadzwa Maziriri, Tinashe Chuchu, & Tarisai Fritz Rukuni. (2023). An Empirical Appraisal of Electronic Service Quality, Customer Satisfaction and Behavioral Intentions within Online Shopping in South Africa. Journal of Consumer Sciences, 8(3), 234-256. https://doi.org/10.29244/jcs.8.3.234-256
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